The deli-inspired line will feature 21 nutritious ‘on-the-go’ items for busy commuters.
The last time we saw Jamie Oliver on PSFK, he was championing 9-year old Martha Payne’s blog NeverSeconds, a daily chronicle of her school lunches. Martha, dissatisfied with the school’s options, started the blog as a way to gauge the healthiness of the food; Oliver congratulated her for encouraging her school to provide fresher, more nutritious options.
Oliver has now introduced his own line of healthy, on-the-go lunch options for busy commuters at the UK pharmacy chain Boots. The line, Jamie Does Lunch, features 21 deli-inspired options ranging from sandwiches and wraps to salads and dips. Commuters can pick up hummus dip sticks for £1.95 and nosh on Thanksgiving-inspired sandwiches or an Indian carrot salad for £4.00. Oliver says of the line, ‘We’ve only used the very best ingredients to make sure everything is bursting with flavour and, because it’s at Boots, one of our tasty, nutritious options is never too far away.’
Boots was chosen as the retail partner because of its proximity to ‘prime commuter spots’ around the UK; 100 stores will carry the line, with chief health and beauty officer Alex Gourlay commenting, ‘The introduction of the new Jamie Does Lunch range is another positive step in the expansion of our healthy, convenient food offering and we are pleased that this will help us in our commitment to meeting the needs of our customers.’
The launch echoes similar moves by US based pharmacy chains to offer healthier ‘grab -and-go’ options; for example, New York City based chain Duane Reade offers sandwiches, salads, and even sushi under their ‘Good & Delish‘ line.
Click through the images below of a selection of the Jamie Does Lunch line to start planning your next meal!